Here’s a bit of advanced thinking by a big brand playing with Facebook: avoid the ‘likes’ and ‘fans’ obsession and get straight into creating viral trial for new products, says Johnson & Johnson.
At least, that was J&J’s approach when it launched a new skin moisturiser, Aveeno.
J&J Asia-Pacific head of digital marketing Nicole Still gave Facebook a resounding endorsement, which you should probably do when you’re invited to keynote the recent Facebook Studio Live event in Sydney.
The FMCG giant ran dry of 10,000 Aveeno samplers in the first week of its Facebook campaign and says it reached “over two million women” through the campaign. Still said Aveeno sales lifted and it had a halo effect on other products in the J&J portfolio.
Facebook fans are good, she said, but growing their number should not always be the focus.
And in his last interview before exiting as the local boss of Facebook, Paul Borrud said J&J’s work was one of the “ultimate” case studies so far for Australia.
He also disclosed that “reach block” ad campaigns were the single biggest type of advertising campaign being used on Facebook by Australian agencies and advertisers.
Borrud said the “sponsored story” on Facebook is the other advertising campaign style on the rise and “the one to watch”.
This article first appeared in the 9 March 2012 edition of AdNews. Click here to subscribe for more news, features and opinion.
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